Unravelling concealed cognitive structures - generalised linear modelling of hierarchical value maps

Ting-Jui Chou and Veronica Wong

Graphical presentations of behavioural or semantic networks depicting human phenomena, such as consumer decision-making, have been valued greatly as data distillation tools by both practitioners and academics.

Reporting research findings
Strategy

Unravelling concealed cognitive structures – Generalised linear modelling of hierarchical value maps

Ting-Jui ChouRenmin University of China

Veronica WongAston University and Audencia Ecole de Management

INTRODUCTION

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